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Horse

Fail

Shoppers spend an estimated $32K a year here, so Horse is a Fail.

Flapen Score
26
26 / 100
Ranks 2,414 of 2,461 Fashion niches · −22 vs the category median of 48
Market size
£32K/yr323K searches / yr
90-day growth
-13.6%search demand this quarter
Competition
88%top-5 click share · 6 brands · 24 sellers

Flapen Score

Horse against its category

The dotted line is the Fashion average. Past it, Horse is stronger. Inside it, weaker.

26Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Horse market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Horse 323K times last year and spent an estimated £32K. The top 5 brands take 96% of clicks. Flapen scores it 26 out of 100, a Fail.

01 · Demand

An estimated 0.9% of those searches ended in a purchase.

Shoppers searched for this 323K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 0.9% of those searches ended in a purchase. Searches in the last 90 days moved -13.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £32K a year.

Searches, last 12 months
323K
Growth, 90 days vs prior 90
-13.6%
Conversion, latest week
0.9%
Market size, estimated
£32Ka year
Top search term
horse255K searches a year

02 · Price

A sale here is worth £11.24.

Listings sell for £11.24 on average, from £8.35 to £17.45. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 100 to 250 of them. At £11.24 that is £1K to £3K a year per listing.

Average price
£11.24under the $15 to $100 sweet spot
Price range
£8.35–£17.45
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

88% of listings pay for placement with sponsored ads. 75% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #67 within Girls. It carries 2,300 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
75%
Out of stock, average day
0.0%
Average rank
#67in Girls
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,300per listing
Listings tracked
8

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
39 months

Products

Top Horse products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 88% of clicks. A locked shelf that new listings rarely crack.

£0£6K£13K£19K£26K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

24

Est. top-5 brand share

96%

Top 20: 100%

Est. top-5 click share

88%

Top 20: 100%

Open market

0%

  • Belloxis63%
  • LeMieux11%
  • Jeasona9%
  • MOROTOLE9%
  • AYKRM4%
  • AURORA4%
  • Open — no brand owns it (0%)

Demand

Horse search demand

Weekly searches over the year, seasonality beneath. Pick a range.

12K8KDecJanFebMarAprMayJunJul

Peak months: Dec · busiest ÷ quietest = 2.3× · 8 of 12 months tracked

Reviews and returns

What reviews say buyers love and hate about Horse

We read the reviews and the return reasons for every product selling here.

38%of positive reviews mention “Soft Feel”
100%of negative reviews mention “Thin”
0.6%of orders come back
“But a little thin”
A buyer, on “Thin”100% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

9 topics

NegativePositive

FAQ

Common Horse questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data